Question 1

Which is a common guideline for creative advertisements?

Accepted Answer

A)  It must be attention getting. 
B)  It must be capable of multiple executions. 
C)  It must be detailed enough to be tested in advance. 
D)  All of these 
A)  It must be attention getting. 
B)  It must be capable of multiple executions. 
C)  It must be detailed enough to be tested in advance. 
D)  All of these

Question 2

Which form of promotion involves direct, two-way communication?

Accepted Answer

A)  Sales promotion 
B)  Personal selling 
C)  Television 
D)  Radio 
A)  Sales promotion 
B)  Personal selling 
C)  Television 
D)  Radio

Question 3

What does the promotion mix send to the target customer?

Accepted Answer

A)  Brand messaging strategy 
B)  Communication channel 
C)  Traditional tools 
D)  Brand message 
A)  Brand messaging strategy 
B)  Communication channel 
C)  Traditional tools 
D)  Brand message

Question 4

Comparative advertising focuses on which approach?

Accepted Answer

A)  Comparing your product to that of your competition 
B)  Comparing how you are now to how you'll be after purchase 
C)  Comparing product benefits to product costs 
D)  All of these 
A)  Comparing your product to that of your competition 
B)  Comparing how you are now to how you'll be after purchase 
C)  Comparing product benefits to product costs 
D)  All of these

Question 5

Digital media and technology are categorized as which type of tool in the promotion mix?

Accepted Answer

A)  Traditional 
B)  Group 
C)  Personalized 
D)  Outside traditional 
A)  Traditional 
B)  Group 
C)  Personalized 
D)  Outside traditional

Question 6

You believe you've completed answering all the objections by a potential buyer; however, your trial close does not produce a positive response. What would you do now?

Accepted Answer

Responses may vary, however a sample res

Question 7

When a consumer purchases a product after moving through cognitive and affective variables, how would you classify the consumer in terms of the hierarchy of effects model?

Accepted Answer

A)  Awareness 
B)  Liking 
C)  Affective 
D)  Action 
A)  Awareness 
B)  Liking 
C)  Affective 
D)  Action

Question 8

How many steps are there in closing a personal selling activity?

Accepted Answer

A)  3 
B)  4 
C)  7 
D)  6 
A)  3 
B)  4 
C)  7 
D)  6

Question 9

What are reach and frequency and explain how they are related. Why is effective exposure important?

Accepted Answer

Student responses will vary. A sample re

Question 10

Promotional activities should be focused

Accepted Answer

A)  exclusively on members of the target market. 
B)  as broadly as possible to include all prospective buyer. 
C)  on anyone with whom the company wants to exchange. 
D)  on users of the media selected for promotional efforts. 
A)  exclusively on members of the target market. 
B)  as broadly as possible to include all prospective buyer. 
C)  on anyone with whom the company wants to exchange. 
D)  on users of the media selected for promotional efforts.

Question 11

Encouraging participation beyond simple communication relates to which elements of the promotional mix?

Accepted Answer

A)  Digital media and technology 
B)  Integrated marketing communications 
C)  The entire promotional mix 
D)  Direct marketing 
A)  Digital media and technology 
B)  Integrated marketing communications 
C)  The entire promotional mix 
D)  Direct marketing

Question 12

A set of marketing communication activities designed to inform and persuade important groups of people, primarily customers, is a(n)

Accepted Answer

A)  promotion. 
B)  promotion mix. 
C)  integrated marketing communications (IM
C) . 
D)  sales related objective. 
A)  promotion. 
B)  promotion mix. 
C)  integrated marketing communications (IM
C) . 
D)  sales related objective.

Question 13

Which execution style category can be inexpensive to produce and has clear brand messaging, although it may struggle to keep audience attention?

Accepted Answer

A)  Straight sell 
B)  Demonstrations 
C)  Testimonials 
D)  Slice of life commercials 
A)  Straight sell 
B)  Demonstrations 
C)  Testimonials 
D)  Slice of life commercials

Question 14

Blue Apron sending out a mailer for 10% off the first box if you sign up now using the mailer code could help the company do which of the follow?

Accepted Answer

A)  Narrow the audience for better results 
B)  Have a two-way interaction 
C)  Communicate directly 
D)  Adjust sales presentations 
A)  Narrow the audience for better results 
B)  Have a two-way interaction 
C)  Communicate directly 
D)  Adjust sales presentations

Question 15

How are non-sales behavioral objectives structured to eventually lead to sales?

Accepted Answer

Responses may vary, however a sample res

Question 16

What do marketers use to target segments of customers based on customer characteristics and communication objectives?

Accepted Answer

A)  Group promotion 
B)  Marketing mix 
C)  Integrated marketing communications 
D)  Marketing strategy 
A)  Group promotion 
B)  Marketing mix 
C)  Integrated marketing communications 
D)  Marketing strategy

Question 17

Which are considered to be traditional personalized promotional tools?

Accepted Answer

A)  Television and radio 
B)  Magazines and newspapers 
C)  Digital media and technology 
D)  Personal selling and direct marketing 
A)  Television and radio 
B)  Magazines and newspapers 
C)  Digital media and technology 
D)  Personal selling and direct marketing

Question 18

Which of the following statements concerning public relations is true?

Accepted Answer

A)  The public image of a company has little impact on marketing efforts. 
B)  It can be used as a promotional tool to build positive feelings about a brand. 
C)  It focuses on the company's target market to the exclusion of other stakeholders. 
D)  It relates primarily to crisis management. 
A)  The public image of a company has little impact on marketing efforts. 
B)  It can be used as a promotional tool to build positive feelings about a brand. 
C)  It focuses on the company's target market to the exclusion of other stakeholders. 
D)  It relates primarily to crisis management.

Question 19

Which is NOT a personalized tool?

Accepted Answer

A)  Business sales 
B)  Personal selling 
C)  Direct marketing 
D)  Sales promotion 
A)  Business sales 
B)  Personal selling 
C)  Direct marketing 
D)  Sales promotion

Question 20

A promotional budget set based on the outside environment is mostly likely

Accepted Answer

A)  intuition and instinct. 
B)  percent of sales. 
C)  competitive responses. 
D)  objective and task. 
A)  intuition and instinct. 
B)  percent of sales. 
C)  competitive responses. 
D)  objective and task.

Which is a common guideline for creative advertisements?

Which form of promotion involves direct, two-way communication?

What does the promotion mix send to the target customer?

Comparative advertising focuses on which approach?

Digital media and technology are categorized as which type of tool in the promotion mix?

You believe you've completed answering all the objections by a potential buyer; however, your trial close does not produce a positive response. What would you do now?

When a consumer purchases a product after moving through cognitive and affective variables, how would you classify the consumer in terms of the hierarchy of effects model?

How many steps are there in closing a personal selling activity?

What are reach and frequency and explain how they are related. Why is effective exposure important?

Promotional activities should be focused

Encouraging participation beyond simple communication relates to which elements of the promotional mix?

A set of marketing communication activities designed to inform and persuade important groups of people, primarily customers, is a(n)

Which execution style category can be inexpensive to produce and has clear brand messaging, although it may struggle to keep audience attention?

Blue Apron sending out a mailer for 10% off the first box if you sign up now using the mailer code could help the company do which of the follow?

How are non-sales behavioral objectives structured to eventually lead to sales?

What do marketers use to target segments of customers based on customer characteristics and communication objectives?

Which are considered to be traditional personalized promotional tools?

Which of the following statements concerning public relations is true?

Which is NOT a personalized tool?

A promotional budget set based on the outside environment is mostly likely

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters

Exam 11: Promoting to Communicate With Customers

Which is a common guideline for creative advertisements?

Which form of promotion involves direct, two-way communication?

What does the promotion mix send to the target customer?

Comparative advertising focuses on which approach?

Digital media and technology are categorized as which type of tool in the promotion mix?

You believe you've completed answering all the objections by a potential buyer; however, your trial close does not produce a positive response. What would you do now?

When a consumer purchases a product after moving through cognitive and affective variables, how would you classify the consumer in terms of the hierarchy of effects model?

How many steps are there in closing a personal selling activity?

What are reach and frequency and explain how they are related. Why is effective exposure important?

Promotional activities should be focused

Encouraging participation beyond simple communication relates to which elements of the promotional mix?

A set of marketing communication activities designed to inform and persuade important groups of people, primarily customers, is a(n)

Which execution style category can be inexpensive to produce and has clear brand messaging, although it may struggle to keep audience attention?

Blue Apron sending out a mailer for 10% off the first box if you sign up now using the mailer code could help the company do which of the follow?

How are non-sales behavioral objectives structured to eventually lead to sales?

What do marketers use to target segments of customers based on customer characteristics and communication objectives?

Which are considered to be traditional personalized promotional tools?

Which of the following statements concerning public relations is true?

Which is NOT a personalized tool?

A promotional budget set based on the outside environment is mostly likely

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters